Sacha Baron Cohen has secretly filmed a new Ali G movie, 24 years after the character last appeared on the big screen. The news broke last week, and Baron Cohen subsequently appeared at Wimbledon in character, posting an Instagram proclaiming: "I iz Back!"
A Blast from the Past
Ali G, a satirical take on privileged suburban kids appropriating black street culture, first appeared in 1998. At the time, the character was considered groundbreaking and humorous. However, critics argue that the joke has become painfully outdated in the 2020s.
Outdated Humor in a Post-Shame World
According to Guardian columnist Arwa Mahdawi, "The internet is full of comedians doing the sort of character work and pranks that once made Ali G feel novel." She notes that in a post-shame world where high-profile figures openly say the quiet part out loud, Ali G's brand of satire has lost its effectiveness.
During his Wimbledon appearance, Baron Cohen's Ali G made cringe ganja jokes, which Mahdawi describes as unedgy. "Arguing for the decriminalisation of cannabis is a mainstream position," she writes. "Joking about cannabis is about as edgy as making a jab about millennials eating avocado toast."
Potential for a Zeitgeisty Reboot?
It is possible that Baron Cohen has found a zeitgeisty way to reboot Ali G, one that avoids punching down or perpetuating racial stereotyping. However, Mahdawi expresses scepticism, urging readers to "consult your calendars: it is 2026." She concludes, "Some people may be happy Ali G is back, but I'd rather he just stayed indahouse."
